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This is a case study of Coca‐Cola's Chinese web site. It aims to examine how Coca‐Cola, the number one brand in the world, is using its web site to communicate with the publics in the world's largest market.

Uses a qualitative text analysis.

Coca‐Cola is practicing a “glocal” strategy, which integrates the ethnocentric and polycentric model in international public relations, to communicate with the Chinese publics through its Chinese web site.

This study provides insights for understanding the theory and practice of global corporate public relations.

‘Tragedy of the commons’ is a powerful concept to analyse a variety of problems related to environmental sustainability. The commons problem can be solved if individuals behave altruistically. In the business context, this chapter studies the proposition that corporate social responsibility (CSR) can avert the tragedy of the commons by examining one case study in depth: Coca-Cola's bottling operations in Rajasthan, India. In spite of choosing a context favourable to the proposition, the results indicate that CSR does not avert the tragedy of the commons. To address the major environmental challenges, it is essential to develop regulatory regimes with appropriate incentives and ability to enforce sanctions.

Board diversity has been an important topic in corporate governance. Extant literature examines the overall diversity in the boardroom and its impact. However, since important decisions are usually taken by the committees, it is important to also examine diversity in committees. We use the Coca-Cola Company as the case study and examine its diversity in both audit and finance committees. Our goal is to raise the awareness of researchers, board nominating committees, and diverse directors themselves, as to whether diverse directors are placed in the right positions to allow them to contribute their diverse views and experiences.

We conducted a case study of the Coca-Cola Company using its proxy statement in both 2016 and 2018.

While Coca-Cola’s self-reported board diversity stood at 27% in 2016, and increased to 31% by 2018, the critical audit and finance committees showed a distinct lack of diversity. Focusing on gender diversity for the purposes of this chapter, we investigated two possibilities: (1) that the lack of committee diversity is due to the lack of finance and leadership skills of those board members who were from underrepresented groups, but this possibility does not seem likely, (2) that the presence of a female CFO removed the urgency to place board members from underrepresented groups on the audit and finance committees.

We provide a cautionary perspective on the implementation of diversity policies at the highest levels of an organization. The pursuit of diversity, like other admirable corporate goals, can degenerate into a check-the-box mentality. When this happens, diversity can become viewed as a substitute for real competency rather than a complement to existing competencies.

It is suggested that boards revise the recruiting and selecting process to include more female candidates, and be sensitive how and where those diverse directors can best contribute their perspectives and experiences.

The purpose of this study is to present a broad view and analysis of brand switching attitudes of cola consumers in Turkish cola market.

Presents the results of a questionnaire, conducted with 855 university students. Brand preferences and loyalty towards cola drinks were investigated by frequency distributions, T‐tests and cross‐tabulations, using particular factors such as purchasing frequency of the brand, brand preference, repurchase intent, searching for the brand, price and promotion tolerance.

Cola Turka, the new cola brand, has captured almost one‐quarter of the market. It has the potential to create loyal consumers. Despite Coca‐Cola preserving its dominance, Pepsi‐Cola has been surpassed by this new product.

Although special attention was spent in constructing a sample with high presentation ability, university students, selected from three different cities, may not reflect the whole picture of the cola market. Cola Turka is a newly‐born brand and it is hard to identify whether consumers are loyal or not to such a brand.

Origin, advertising and image of the product may foster its preference, as in the case of Cola Turka. Men and women have different buying motives and this can be used for attracting new consumers.

This research paper is unique in its field, which aims to depict brand loyalty in the Turkish cola drinks market. It has a particular importance since the research was carried out after the launch of the new Turkish cola brand “Cola Turka”.

This paper aims to discuss the early brand protection efforts of Coca‐Cola.

The paper examines the hundreds of trademark infringement challenges brought by Coca‐Cola in courts and before the US Patent and Trademark Office and develops a tripartite system of categorizing these challenges by primary legal issue.

Coca‐Cola developed several innovations in brand identity protection including challenges to a wide variety of similar names, logos and packaging, the use of detectives in service settings and the use of consumer psychological evidence in legal proceedings. Ultimately, it protected it name against those rivals that closely imitated both words in its name or words similar to Coca or Coke. However, it was unable to obtain exclusive rights to the word cola which became the generic designation for such drinks.

Even today, the scope of Coca‐Cola's brand protection efforts provide a useful model for modern brands. This work also presents and summarizes important historical data.

This study examines Coca‐Cola's brand protection efforts and legal challenges in much greater detail than previous historical works on Coca‐Cola.

Coca‐Cola is relatively standardised around the world. However, expansion into Poland was exceptionally challenging. This case is about the entry of Coca‐Cola into the Polish market. The reader realises that there are important differences within Poland to consider.

Can marginalized stakeholders whose issues with the firm are unaddressed because of their resource and legitimacy constraints (low salience) increase their salience by capitalizing on certain inherent properties of their stakeholder environment? The purpose of this paper is to examine this question using a real life case of the Coca-Cola controversy in Kerala, India, where a group of local aboriginals succeeded against all odds in shutting down a Coca-Cola plant which was allegedly polluting their water resources. The analysis of the longitudinal data collected in this case supported the hypotheses that the ability of marginalized stakeholders to increase their salience by influencing other stakeholders depends both on the attributes of other stakeholders (favorable, unfavorable and indifferent), and the triadic relationships among them. The triadic relationships among stakeholders show a tendency toward balance, and become particularly relevant when the marginalized stakeholder’s issues are perceived to have low legitimacy due to their normative nature (which makes them difficult to be translated into economic terms). The findings offer important insights to both marginalized stakeholders and firms, on proactively managing their stakeholder environments.

The authors use a single case: the controversy surrounding Coca-Cola in Kerala, India, and conduct a longitudinal study examining both qualitative and quantitative data.

The findings indicate that marginalized stakeholders can capitalize on certain inherent properties of their stakeholder networks and increase their salience to influence the focal firm. Specifically, the authors find that stakeholder salience is a function of both the dyadic relationships between stakeholders, and the triadic relationships among them. These triadic relationships tend to a state of balance over time. The authors also find that when the stakeholder issue is normative in nature the triadic relationships are more important in increasing stakeholder salience.

The authors conduct an original case study research, with primary qualitative data collected by the authors. The authors also develop a quantitative model to examine this data to arrive at the findings. Therefore the authors contribute both theoretically and empirically to stakeholder salience literature.

At present, carbonated drinks such as cola are especially favored by the younger generation. But because of its acid, it often leads to tooth demineralization, resulting in “cola tooth”. However, the influence of cola on the corrosion resistance of passive film of TiA10 alloy restorative materials is rarely reported. The purpose of this study was to analysis the corrosion resistance, composition of the passive film of TA10 alloy in different concentrations of Cola.

The passive behavior of TA10 alloy in artificial saliva (AS) and Cola was studied by means of potentiodynamic polarization, electrochemical impedance spectroscopy, cyclic voltammetry, Mott-Schottky techniques and combined with X-ray photoelectron spectroscopy and Auger electron spectroscopy (AES) surface analysis.

With the increase of cola content, the self-corrosion current density of the alloy increases sharply, and the corrosion resistance of the passive film is the best in AS, while Rp in cola is reduced to half of that in AS. The thickness of the passive film in AS, AS +cola and cola is about 9.5 nm, 7.5 nm and 6 nm, respectively. The passive film in cola has more defects and the carrier density is 1.55 times as high as that in AS. Cola can weaken the formation process of the protected oxide, promote the formation of high valence Ti-oxides and increase the content of Mo-oxides in the passive film.

These results have important guiding significance for the safe use of the alloy in the complex oral environments.

This case study examines the interactive marketing initiatives of Coca-Cola China Company for one of its marquee Olympic properties, the Olympic Torch Relay. It provides insights into building increased brand interaction by adding an online interactive component to an age-old concept in Olympic activations.

Seeks to evaluate the global position of Virgin Cola within the soft drinks industry. In order to do this, Virgin Cola’s strategy regarding the UK and the US markets is evaluated. Emphasises the importance placed upon the Virgin brand and determining whether or not this proves to be successful for Virgin Cola in relation to its global competitors. The MIXMAP model is used to critically analyse whether or not Virgin Cola have been consistent in aligning their strategy in the debate on internationalisation versus globalisation.